According to the survey, there are about more than 2000 brands of clothing in China's clothing market each year. eliminate On average, 6 brands will be eliminated every day, with an average life expectancy of only 4 hours per brand. In the 2000-2005 years, the life expectancy of the top 500 clothing brands in China is only about 1.5 years. For the top 50 brands in the world, the average age is 52.5 years, and even some foreign clothing brands have a history of 100 years.

"In the next 5 to 10 years, the Chinese garment industry will experience the process of industry integration. At present, the concentration of men's clothing is higher than that of women's clothing. Youngor Good news birds, seven wolves, relative to women's clothing concentration degree is higher. There are more brands of women's clothing. There are more than 1000 women's clothing brands in Guangzhou and Shenzhen. So many brands will definitely have a good fortune in the future. Just like the appliance industry, there are hundreds of air conditioning brands before, but now the top five brands of air conditioners account for more than 50% of the market, leaving only a few brands like GREE, Haier, beauty and CHIGO. " Deng Huajin said.

In his view, the transition from free competition to oligopoly. MONOPOLY This is the inevitable trend of the industry, which depends on who has the ability to become an oligarch of the industry. They are working hard to create conditions and make use of the opportunity of industry integration to create a leading industry. Because many small brands, small companies may not be able to withstand the storm. This is both a challenge and an opportunity. The key is to see who can catch it.

　 Three military rules for enterprises to create their own brands

1. brand positioning. "Good brand positioning is half the success of a brand". Brand positioning is to enable consumers to clearly recognize the brand characteristics and the core value of the brand. We must focus on brand positioning in product development, packaging design, advertising design and so on. For example, Shu Fu Jia's brand positioning is "bactericidal", and for many years, "Shu Fu Jia" has always been "advertising". Sterilization "By deepening the consumer's memory again and again, we can finally achieve the goal of" removing bacteria "to choose Shu Fu Jia.

2. strategic planning. Enterprises should enhance brand image through brand planning and strategic planning, improve consumers' awareness and loyalty to products, and establish a good brand image of enterprises. First of all, quality strategy is the key and core of implementing brand strategy. Quality is the life of product. Strict quality management is the first condition for developing, maintaining and developing famous brand. Secondly, market strategy is the basis of implementing brand strategy, and market oriented strategy must be set up in implementing market strategy. From product development to marketing, we must firmly fasten the theme of market change and satisfy the needs of customers to the greatest extent.

3. vigorously publicize. For small and medium-sized enterprises, it is very important for consumers to identify their brands in a short period of time through publicity. In the process of publicity, we should highlight the brand positioning and core value, identify the emotional intersection between products and consumers, so that consumers can produce this product in a very short time. Cognition 。

In short, in the process of choosing brand strategy, enterprises should take full advantage of their own advantages and characteristics to choose the most suitable business development. Only in this way can we succeed in brand management.